Embracing the free-ad model

The Digital Britain Report isn’t all doom and gloom for the regional press. Newspaper groups can still increase their readership, and drive new revenue streams – as long as they successfully commercialise their product offering.

The ability of publishers to offer a free-ad model to a strong user audience is compelling. Rather than charging the advertiser to place a classified ad in the paper, publishers can now deliver classified ads to consumers via mobile phones – with each responder paying a charge.

This model also provides access to customer information which can be used to support complementary product and service advertising around the main ad. Also, there’s a rising demand for local information, providing an opportunity for publishers to offer location-based services for local advertisers.

It’s now up to the publishers to make the necessary changes.

Colin White
UK chief executive
Oxygen8 Communications

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here